Forget perfume! Stars jump on the Kylie Jenner make-up bandwagon

She’s only 15 but Stranger Thing’s Millie Bobby Brown has just joined the legion of megastars flogging their own make-up brands

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It seems every A-lister has “launch a beauty range” on their to-do-list. Stranger Things’ Millie Bobby Brown is the most recent entry to the market, last month announcing a range aimed at teens and at the other end of the skincare scale, Victoria Beckham has also just launched her own cruelty-free beauty brand.

Traditionally, it was fragrances that were traditionally endorsed by big names, but after the success of trailblazers Rihanna and Kylie Jenner, it’s not surprising everyone is chasing the lipstick dollar. Rihanna’s Fenty Beauty is valued at $4.4 billion, while 22-year-old Kylie Jenner this year became the youngest ever self-made billionaire, thanks to Kylie Cosmetics.

Kylie Jenner (pictured with partner Travis Scott and daughter Stormi) has made a make-up line mandatory for big stars. Picture: Getty

They’re joined by everyone from Jessica Alba to Miranda Kerr, Kim Kardashian and Madonna among many more. So are they any good? “In the past I would approach celebrity ranges with scepticism,” industry expert Sigourney Cantelo of Beauticate.com says. “However, now celebrities seem to be much more involved. They get feedback from their followers through social media so they are more nimble.”

She even rates some of them. “I do love some of Rihanna’s lipsticks and bronzers and I am intrigued to check out Victoria Beckham’s line and Lady Gaga’s Haus Laboratories,” she says.

As for whether we’ve reached skincare saturation, Cantelo says not.

“I think the market is big enough to handle even more celebrity beauty. With the fragmentation of the industry and so many brands entering the market it’s all about having a strong USP,” she says. “Add to that a major following on social and you’re good to glow.”

MILLIE BOBBY BROWN

THE 15-year-old Stranger Things star has just launched her new vegan and cruelty-free range Florence by Mills, a budget beauty line for teenagers. “I wanted to come into the space because there was a gap in the market for young people,” she said, adding she had been having professional make-up applied since she was 10 and saw there wasn’t anything formulated for very young skin. “I could never find anything that I liked to put on my face and it felt good.”

Florence by Mills is available at florencebymills.com

Millie Bobby Brown saw a gap in the market for young people. Picture: Getty

Florence by Mills is a vegan and cruelty-free range for teens.

VICTORIA BECKHAM

After successful make-up ranges with Estee Lauder, Victoria Beckham, 45, has just brought out her own beauty brand. Launching it during London Fashion Week, she says it “will be cruelty-free, inclusive for all skin tones, and available at an accessible luxury price-point.”

Victoria Beckham Beauty is at victoriabeckham.com

Victoria Beckham, pictured with husband David Beckham at GQ Men Of The Year Awards 2019 this month, has just launched her own beauty line. Picture: Getty

LADY GAGA

Lady Gaga, 33, has just launched her make-up range Haus Laboratories. The range features highly-pigmented colours for bold experimental looks. “When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of make-up,” she said. “I discovered my beauty by having the ability to invent myself and transform.” Cruelty-free and vegan, products are priced at the low to mid-range.

Haus Laboratories is at hauslabs.com and US or UK Amazon

Lady Gaga at the launch of Haus Laboratories this month. Picture: Getty

Lady Gaga’s vegan make-up range Haus Laboratories.

KENDALL JENNER

Her sisters Kim Kardashian and Kylie Jenner have one, so now Kendall Jenner, 23, wants one too. She has reportedly applied for a trademark on “Kendall” and “Kendall Jenner” for beauty products and skin care. While no more details are available, she will no doubt have to cease her current deal as face of acne-brand Proactiv.

Kendall Jenner is working on her own make-up range. Picture: Getty

SERENA WILLIAMS

The 37-year-old tennis champ has a successful clothing range which she sells on serenawilliams.com and has just trademarked the name Aneres (Serena backwards) for beauty products, so it is highly likely she will add her own beauty range to her expanding empire. She’s a self-confessed beauty fan, outlining her eight-step $1400 night-time skincare routine recently to Harper’s Bazaar.

Serena Williams with daughter Alexis Olympia Ohanian Jr during New York’s Fashion Week. Picture: AP

JENNIFER LOPEZ

The 50-year-old is renowned for her amazing skin and soon we will all be able to get some J-Glow, as she is bringing out a skincare range. “I’ve been working on it for a long time because I don’t want to put … anything out. It’s going to be something that works. That’s what you can count on when my name is on something,” she said. J.Lo already has a budget make-up line with Inglot. Her skincare line is expected later this year.

Jennifer Lopez Inglot is at inglotcosmetics.com.au and myer.com.au

Jennifer Lopez will unveil her new make-up range later this year. Picture: Getty

Originally published as Forget perfume! Stars jump on the Kylie Jenner make-up bandwagon